Film- und Video­pro­duk­tio­nen

Data Blog #2: Plan Your Video With­out Audio!

24 Novem­ber 17 (revised on 30 Decem­ber 18)

Accord­ing to the lat­est mar­ket­ing stats by Face­book, 85% of Face­book videos (includ­ing mobile and desk­top) are watched with­out sound. Image your­self in a crowd­ed place like in the train. Do you watch your video with sound? When do you start lis­ten­ing to the sound?

Face­books analy­sis showed that ¾ of today’s brand­ed video con­tent requires sound to com­mu­ni­cate the message/brand. You can imag­ine that all these video­clips are use­less because of the 85% non-sound view­ers.

Imag­ine your­self to be a deaf per­son that tries to include all infor­ma­tion to its mes­sage visu­al­ly:

  1. Use sub­ti­tles (maybe even in mul­ti­ple lan­guages)
  2. Built-in post text
  3. Use open­ing visu­als (Cap­tions, logos, Call-to-Action (CTA) texts)
  4. Col­or: Estab­lish your brand colours and use them in every video! Your audi­ence will asso­ciate cer­tain emo­tions with your brand when they rec­og­nize it, whether they expe­ri­ence it con­scious or uncon­scious. Best exam­ples are Feld­schlöss­chen, Coca-Cola or Win­force with their near­ly black or white strat­e­gy.

This does not mean you should exclude sound alto­geth­er. Sound and espe­cial­ly sound-effects are a major part of every good video and should nev­er be exclud­ed. Imag­ine your­self again start watch­ing a video with no sound and after a cer­tain time you decide you’re inter­est­ed in watch­ing the video and lis­ten­ing to the sound as well. When there is no sound, you’re rather dis­ap­point­ed and it seems that the video and so the video mes­sage is “unfin­ished”.

PS. When using text: Read here on our blog about the read­ing speed in a video.

Dat­a­Blog is a five-part blog series where we’d like to show the lat­est mar­ket­ing stats in video­mak­ing. Include these steps in your video mar­ket­ing strate­gies and you will be ready for the video mar­ket­ing 2018.  Check out the oth­er four data blogs.

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